Category Overview: Energy Drinks

Posted on
March 19, 2019

Behind multivitamins, energy drinks are the most popular dietary supplement consumed by American teens and young adults, according to the NIH. And brands selling on Amazon are feeling the buzz. We took a look at the growth of the category and the brands and products that are benefiting.

Total year-to-date sales in the Energy Drinks category hit $18.77M on Amazon US by the end of February (February 23, 2019) — that's up 32% over the same period last year.

Monster Energy is the top brand by year-to-date retail sales, but its market share declined 7.38% year-over-year. Red Bull, Celsius, and VPX all logged increases, though Monster maintains a sizable lead.

Monster products dominate the retail sales rankings, with sugar-free Red Bull and the 24-pack of Red Bull classics earning the most notable growth (543% and 434% respectively).

Paid search spend in the Energy Drink category is up 60% year-over-year, topping $300M year-to-date, and 247 products are earning that paid traffic, up 68% from the same period last year. Meanwhile, the number of keywords generating clicks in the category is up 116% at a total count of more than 1,000.

More keywords, more traffic, and more ad spend continue to fuel growth in this high-octane Energy Drink category. If you're interested in accessing the long-list of click-driving search terms, dissecting the performance of category brands, and finding out whose content and advertising drives the highest returns, please drop us a line to schedule a demo of our software.

Posted on
March 19, 2019
Strategy Briefs